If your business has yet to take advantage of Facebook Groups, it’s time to start. Sure, you may have set up a brand Facebook Page, but you shouldn’t stop there. Pages create organic content to reach users; however, Groups are beginning to take over users’ feeds as a result of Facebook’s ever-changing algorithm. Although it can be difficult to keep up with algorithm changes, it provides a strategic marketing opportunity for businesses and brands that are looking to expand their digital presence and interact with consumers. The changing algorithm incentivizes companies to constantly adapt the way that they implement certain strategies or else risk losing engagement and overall relevance to users.

At Facebook’s 2019 F8 conference, CEO Mark Zuckerberg elaborated on Facebook’s pivot to focus on becoming even more of a pay-to-play platform. In other words, Facebook Pages that rely on organic reach will continue to lose engagement. However, Zuckerberg also explained to the audience , “Groups are the heart of your experience.” Whether all Facebook users agree with this statement or not, it is expected to become a reality in the near future. What does this mean for Facebook users?

Although Groups, like Pages, also rely on organic reach, they have begun to appear in users’ feeds much more frequently. In fact, some users have noticed that as they have started joining Facebook Groups, less of their timeline is content from Friends and the Pages they follow and more from Groups they are part of. This likely indicates that Facebook’s algorithm is currently favoring Group content, which serves as important information for businesses who are looking to refine and maximize their marketing strategies.

Other than the prevalence that Groups are beginning to have on users’ timelines, why does this matter for businesses? Groups have benefits over other marketing channels in that they can foster a community of consumers, whether it be loyal customers giving their expertise on the latest product or new inquirers looking for honest reviews of an item they are looking to try for the first time. Such forms of interaction develop a relationship between consumers and the information shared is inherently more trusted than if it were coming directly from advertisements, giving off a greater sense of authenticity than sponsored ads.

However, before diving into the creation of a Facebook Group and expecting immediate improvement in sales or brand awareness, it is important to understand how to most effectively execute a Group. If your business already has a Page, it would be beneficial to use this platform to introduce followers to the new forum (i.e. the Group) that will be utilized. Pages can also post in Groups so official announcements and updates can be made coming directly from the business. Facebook also offers Group analytics which can help admins understand engagement, activity levels, and demographics of the audience that are interacting within the Group. Such information can help with content scheduling, targeting the appropriate audiences, and garnering Group engagement. 

Ideally, the community formed within Groups will help create a niche audience with high engagement. This will serve businesses well in that they can rely on their Group members for loyalty as well as spreading positive word of mouth to retain and attract customers. If Facebook users are part of a Group where they feel they can connect with others that share similar interests, they will be more inclined to stay loyal to a brand or product. Creating a positive Group environment isn’t expensive, but it does take time. Therefore, businesses must be willing to devote the effort it takes to build up a positive and engaged Group but it will pay dividends in the long run.

Need help developing your Facebook Groups strategy? Contact the SparkShoppe team today!